Hush stages pop-ups to launch AW18 collection

Online women’s fashion and lifestyle brand Hush is launching its AW18 collection with two pop-up experiences in London and Leeds.

The pop-ups will allow customers to try on items from the new collection and place orders online via an iPad; London customers will be able to take their items home with them on the same day.

As well as browsing and shopping the new collections, customers will also be able to take part in a number of experiences such as style talks, beauty workshops, sustainable food events and yoga classes, in collaboration with local businesses.

Founder of the brand Mandy Watkins said the pop-ups provided Hush with the opportunity to connect with existing customers and meet new ones.

“The concept is all about taking the best of online offline – and we’re especially pleased to be working with local partners wherever we go to help deliver the lifestyle element that has always been such a big part of what we do,” she said.

“Ultimately, it’s about giving the customer what she wants where she wants it, so it will be interesting to speak to her to understand how best we can do that – but our experience so far with pop-ups, festivals and customer events suggests that high street retail isn’t dead, it just needs to be reimagined,” Watkins added.

The London pop-up is based at 37-39 Elizabeth Street in Belgravia until 24 November while the Leeds pop-up will be based in the Victoria Quarter and will run from 25 October to 3 November.

Watkins founded Hush in 2003 and the brand is primarily offered through its website and print catalogue, offering a full range of ready-to-wear, footwear, accessories, jewellery and lifestyle products for women of all ages.

Lauretta Roberts is managing director and Editor-in-Chief of The Industry, having acquired the business along with business partner Antony Hawman in July 2015. She is also the former director of brand & propositions of trend forecaster WGSN and a former editor of Drapers magazine.

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